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01 February 2013

StarHub Lets Consumers Give Voice to Charity

Singapore, 1 February 2013 – StarHub has just launched a brand
new technological initiative named Donate-A-Tone, which allows its
mobile customers to do their part for charity by raising awareness and
making a donation at the same time.

Donate-A-Tone enables the selected charity, Samaritans of Singapore
(SOS), to tap onto a previously unused media space of a 2.5
million-strong network of mobile subscribers: their Connecting Tones.
Connecting tones are the sounds, either tones or music, that a caller
hears when he or she places a call.

StarHub mobile subscribers can simply visit microsite donateatone.sg
to opt to donate their Connecting Tones to SOS. Upon confirmation,
their Connecting Tones will then be switched to a message from SOS
asking for donations and volunteers.

StarHub will waive the usual one-time subscription fee of $2.14
(with GST) for customers signing up for Connecting Tones for the first
time, if their selection is Donate-A-Tone. The separate monthly
Connecting Tones charge of $2.14 (with GST), that is payable by
customers and can be renewed every month, will go wholly to SOS.

In addition, the StarHub Sparks Fund will match all donations made
through Donate-A-Tone subscriptions dollar-for-dollar, up to $50,000.

“Media space is a premium anywhere in Singapore, and that makes it
even more difficult for a charity to raise money without spending
money,” said Mr Chan Kin Hung, Head of Marketing & Products,
StarHub. “That is how StarHub, with our vast network of mobile
subscribers, can help. Donate-A-Tone allows our consumers to make a
donation to SOS, while also helping to raise awareness on SOS’ efforts.”

The innovative campaign is a collaboration between StarHub and their
creative agency, DDB Group Singapore.

As to why SOS was chosen as the beneficiary, Mr Chan noted that SOS
has been an available lifeline to anyone in crisis for 43 years. It
handles more than 120 calls a day through its 24-hour hotline. With
the increase in calls received, SOS needs more volunteers to match the
growing demands for their services.

“The bleak economic climate, with more calls, fewer volunteers, and
less donations, has also not made things any better,” added Mr Chan,
revealing that on the average one person dies by suicide in Singapore
every day while many more attempt to take their own lives. “Samaritans
of Singapore is also trying to be creative in reaching out to
volunteers and donors but as a Voluntary Welfare Organisation (VWO),
it is not easy to do so. That is why we decided to lend a hand.”

Ms Christine Wong, Executive Director of SOS noted the wide network
of StarHub customers across the country which can be reached out to
through Donate-a-tone. “Many people have told us they want to help in
suicide prevention but do not know how,” she said. “Suicide prevention
is not about being a brave hero like in the movies; the little things
count. By donating your tone, you can help us spread awareness about
SOS services and the need for more volunteers. You never know who may
call you, hear the Donate-a-tone message and actually end up changing
and saving so many lives!”

Commenting on Donate-a-tone, Ms Wong said that it is a creative and
innovative idea which would appeal to people of all ages. “StarHub is
one of the biggest telecommunications companies in Singapore and
actively helps the community through various initiatives,” she added.
“We are very grateful to StarHub and DDB Group Singapore for affirming
the role of SOS in suicide prevention in Singapore and for all the
hard work they have invested in this project.”

Mr Chan also shared that this is not
StarHub’s only charitable effort involving consumers, with StarHub
customers having had the option to redeem a tax-deductible donation to
MINDS Towner Garden School using their Rewards points since 2009.